Process

This was my first big BIG ViTRO project. We started it back in February and it went to print in early May. Right when the project kicked off, the Senior Designer above me quit, and the writer disappeared, and I was a lonesome junior left to my own devices. I fell on my face a few times, but I handled my own. And I think I rocked this project.

Here is the process I went through to design, build and print the 2011 ASICS Spring Run Brochure. I wish that I had taken more photos but that would've taken precious seconds. I also wish that I had more that just my iPhone camera attached to me at all times. But, never fear. In two weeks I get to start the process all over again. This time though I'll be handling 2 brochures at the same time. Twice the amount of work. Same amount of time. Wish me luck. I'm PUMPED.

It starts here with sketches, shot lists, apparel lists, location lists, talent lists, comps, comps, comps, sketches client feedback and approval. So many things to think about and decisions to be made! It's like a 5000 piece puzzle. Overwhelming at first. But once those pieces start to snap together, magic happens.

So I missed out on the casting but hopefully I'll get to go next time. Le Sigh. But the SHOOT! SO FUN. I got to spend the weekend turning my sketches and comps into real live action shots. And of course visiting Mr. Dailyhat. :)

Then after long LONG hours of tirelessly flipping through 1000s of images to find the best selections, shoes, apparel, athlete, in that order, looking sharp and picture perfect, I made best friends with a retoucher in Amsterdam named Jurgen. Lots and lots of back and forth. No detail too tiny to overlook.

Color proofs and notes to relay to the retoucher.

SKU Color selections for the back product pages.

Then, after all things are perfected by our team. The files are sent to the printers for printer color proofs. Their grays were too green. So they were sent back for an adjustment. Twice.

Here's me nerding out over color. These prints were WAY too magenta. Can you tell? The approved proof is in my hand. COLOR SKILLS UPGRADE!

Believe it or not, these were all different colors.

Here you can see the notes from the color moves that needed to be made.

Here's Connor doing his job. Making sure those ASICS stripes and logos are picture perfect.

My first color approval! AK 5/10/11.

My new toy. A loupe (sounds like 'loop') Helps you see the dot patterns so that you can determine whether something really needs to be adjusted or if your eyes are tired because you've been there for 18 hours.

Finally, they get printed on these giant monsters that are churning them out during the entire process.

Sorry I missed some chunks. Ill try to be more diligent about keeping records next go round. Starts in 2 weeks! Yipes!!

Stay tuned. I'll post the final images and brochure shortly.

ak